今年“双11”即时零售高速增长 全品类高单价成新亮点

Core Insights - The "Double 11" shopping festival this year has seen rapid growth in the instant retail sector, characterized by comprehensive category coverage, the emergence of new categories, and high-priced product sales [1][2] - Instant retail is becoming a significant force in driving domestic demand and stimulating consumer potential, leveraging local supply chains to meet the "anytime, anywhere" shopping needs of consumers [1] Group 1: Instant Retail Performance - During the period from October 31 to November 11, Meituan's flash purchase platform achieved record highs in transaction volume, number of orders, and per capita spending, with a nearly 30% increase in per capita spending [1] - Nearly 400 product categories on Meituan's platform saw sales double year-on-year, with leading categories including mobile phones, liquor, sports shoes and clothing, action cameras, and skincare products [1] - Products traditionally suited for e-commerce or offline channels, such as mobile air conditioners, jade, gold, coffee machines, game consoles, platinum, and optical glasses, experienced sales growth exceeding 10 times year-on-year, indicating the rapid acceptance and penetration of instant retail [1] Group 2: Platform Innovations and Collaborations - Taobao Flash Sale participated in the promotion for the first time, leading to significant growth for many dining and non-dining brands, with over 37,000 Tmall brand merchants and 400,000 offline stores involved in the "near and far integration experiment" [2] - Water Mercury Home Textiles saw a 9-fold increase in orders through Taobao Flash Sale after integrating over 50 direct stores, with some stores' flash sale orders accounting for 10% of monthly orders, effectively boosting offline business [2] - JD's diverse layout in instant retail has also yielded results, with JD's delivery service partnering with over 2 million restaurants and daily order volume for leading brands increasing 13 times since launch [2]